Overview

Client - Midwestern Transportation Agency

Problem Statement: The Midwestern Transportation Agency's website shows the predicted bus arrival times. However, the times are rarely accurate as buses are not always on time.

Also due to expansion there are multiple different buses arriving at a bus stop called Washington & State. Riders have been complaining of confusing which bus is coming first and not knowing when their bus is near.

Audience: Communters

Problem

Project Brief: Our client is looking for 3 main fixes to this problem. My team has also added one additional feature that we feel will add to the overall experience. The MVP should address all points listed below.

Main Focus Points

Research

Results

Persona

We added all the data together to create the persona below

User Stories

High Priority Stories:
The next step was to think like Tessa and define what she would need by creating user stories. The team then narrowed it down to the highest priority stories.

User Flows & Site Map

The team then created a digital user flow to showcase exactly what steps Tessa would take to achieve her goals in the app.

User Flows:

Site Map: This is the first draft of my site map. It was later updated to add more buttons on the homepage

Sketches & Wireframes

Branding

Not to be too bias, but this was probably my favorite part of the project. I spent time thinking about every part of what would make this brand come to life. I found myself first thinking of how speed is so important to Tessa. From there I thought of a cheetah and where you would find a cheetah. I pictured the landscape and colors that would be around it and how the South African landscape colors were not too far off from colors in the midwest. I created a mood board, keyword sheet, and more to create the mascot Dianna. She’s a mother cheetah focused on safety and fun for all her commuter cubs. She sees each bus stop as a spot and wants to make sure that it is clear when people should get on and off of the bus.

High Fidelity Mock Ups

Examples of the first to final drafts of our app before we sent everything out for testing. You can also view the clickable prototype below.

Usability Testing

I performed a test with 4 people using the prototype above. This was done with 3 people through Maze unmoderated. One person performed the test with me through Zoom and spoke out loud about their thoughts and feelings. I was able to then make a few changes to the design.

For example,

• I added back buttons

• Changed the shape of the titles (so they would not be mistaken for buttons)

• Created a drop menu for times

• I added a second dot for the bus transfer

• Made sure that all of my colors met accessibility standards

Conclusion

Solution:

The final suggestions made to the company were to place value on their clients seeing the entire trip from start to finish. People want to know what is going on throughout the trip. This means showing delays, bus transfers, streets, and having visual maps to guide people. SpotBus was able to cover all of the main concerns and deliver an extra feature that would make their audience eager to download it.